Apple Eyes Massive iPhone Overhaul with Foldable and New Release Cycle

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Apple is reportedly preparing its biggest-ever transformation of the iPhone lineup, according to a report by Bloomberg reviewed by PYMNTS. PYMNTS.com

A Bold New Model Strategy

According to the report, Apple plans to launch three premium models next fall — the iPhone 18 Pro, iPhone 18 Pro Max, and a new foldable iPhone. PYMNTS.com Then, about six months later, it would unveil more mainstream options: the iPhone 18, iPhone 18e, and a possible iPhone Air refresh. PYMNTS.com

Why the Change Matters

This shift would represent a meaningful change in Apple’s product cadence. Instead of compressing most iPhone releases into the fall, Apple would space out its launches, helping smooth revenue across the year while easing pressure on manufacturing and workers. PYMNTS.com

The Role of the iPhone Air

Intriguingly, the Air model appears to be more than just another variant — Apple sees it as a technology bridge. According to Gurman, the Air will borrow heavily from the foldable’s design and technology, acting as a “prototype” in some respects. PYMNTS.com By preparing its supply chain now, Apple may be laying the groundwork for a future foldable rollout.

A Multi-Year Plan

This isn’t a one-off: Apple seems to be planning for several consecutive years of major redesigns. A previous PYMNTS report suggests a three-year overhaul is underway. PYMNTS.com Leaks even hint at incremental design changes through 2027, with major camera, front-facing, and display redesigns potentially culminating in a full-screen iPhone. MacRumors

Strategic Implications

• Revenue stability: By spreading launches, Apple avoids a “big bang” fall release and potentially boosts steady sales year-round.
• Tech leadership: A foldable iPhone would mark a significant technological leap and help Apple compete in a market where foldables are gaining ground.
• Supply chain alignment: Early development of the Air as a precursor to a foldable helps Apple build production know-how before a full-scale foldable rollout.